Here’s the hard truth – not every health and medical professional out there is a good fit for your electronic records software. You don’t want to squander your time and resources marketing to those who can’t afford or don’t even need your solution. That’s why we’ve put together this informative article to help you make better decisions when choosing EMR marketing agency.
Like other Electronic Health Record (EHR) software marketers, you want qualified leads. To paraphrase HubSpot, qualified leads are potential clients who match your ideal customer profile.
In other words, you want specific C-level executives and directors of health facilities. Those are your qualified leads. They’re either the decision-makers or the ones influencing them.
If you want more qualified leads, then create the content they want. They’re searching online for solutions to their problems, and producing a consistent stream of the content they’re looking for will help to ensure they find you.
By building buyer personas, researching keywords, and creating the content they need, you improve the chances of reaching the right people and converting them into qualified leads.
Many of the authoritative sites in the health and medical industry accept articles from guest contributors. And by contributing to them, you position your company as an authority, too.
Best of all, however, is that your ideal customers are probably coming to these sites already. Writing a post that engages them is like free advertising. Be sure to include links back to your company’s landing page, and share links to your website and social media in the author bio.
Conducting webinars allows you to engage with your ideal customers live via video. This has become one of the more effective means to position your company as an authority, and to get your message in front of the people you want to hear it.
If you decide to host a live webinar, try and partner with an industry influencer. Doing so adds credibility and could really boost attendance.
And don’t forget to include a Q&A session! These are great for establishing relationships, and discovering pain points and objections you might not have known about.
Surveys and quizzes offer a fun and unimposing method of encouraging leads to volunteer their information. A fine example is the survey used by Marketing Medicine Network to poll health and medical executives.
Use these tools to uncover:
Promote your surveys and quizzes on social media. And because everyone wants to see their quiz results, require participants submit their name and email to get them.
If you’re pulling in the traffic but failing to convert these visitors into qualified leads, the quality of your landing pages might be to blame.
Effective landing pages will do the following:
If something isn’t working, run A/B tests on different elements until you find the winning combination.
When it comes to generating B2B leads, studies have found LinkedIn is the most powerful social media platform. By publishing consistent and insightful content, you can begin tapping that power for yourself.
And LinkedIn Pulse has made it very user-friendly to publish your blog posts there.
Facebook’s powerful targeting features offers one of the easiest ways to reach qualified leads. Those features allow you to narrow your audience focus according to:
One of the big mistakes we see, however, is Facebook Ads that read like sales pitches. Don’t fall for that temptation. Your aim at this stage is to build an email list of qualified leads you can nurture into customers. Instead, provide a link to your landing page where you can gather their information.
According to Nielsen, people are more likely to purchase from a company when it was referred to them by someone they know. And if you aren’t leveraging your existing customers for new qualified leads, then you’re missing out on potential revenues.
You can begin by emailing your customers with surveys. Close the email by asking, “Would you recommend us to a friend?” If they would, send a message like this:
“Thank you for responding to our survey!
Do you know of anyone that would benefit from using our [product/service]?
We offer a one-time _______ bonus for each new customer referral”.
By including incentives for referring friends, you increase the chances they’ll follow through.
And look within your own organization for referrals. Many in your company might prove themselves a great source of qualified leads. Ask your:
To encourage more referrals, you might offer commissions or other incentives.
Like we said, a steady flow of qualified leads into your sales funnel is crucial to your company’s success. And the ideas we’ve been discussing here are but one small part of a larger Inbound Marketing strategy.
Inbound Marketing uses strategic content to attract qualified leads, maintain contact with them, and nurture them into happy customers.
Yes, this can all be a little overwhelming to the uninitiated. But we here at Responsify have got you covered.
We partner with Electronic Health Record (EHR) software marketers to develop working strategies, and provide the help and support necessary to implement the Inbound Marketing methodology.
Request your free strategy session now to discuss creating your unique strategy.